Extracting the Evaluations of Stereotypes: Bi-factor Model of the Stereotype Content Structure

Abstract

Stereotype dimensions—competence, morality and sociability—are fundamental to studying the perception of other groups. These dimensions have shown moderate/high positive correlations with each other that do not reflect the theoretical expectations. The explanation for this (e.g., halo effect) undervalues the utility of the shared variance identified. In contrast, in this work we propose that this common variance could represent the global evaluation of the perceived group. Bi-factor models are proposed to improve the internal structure and to take advantage of the information representing the shared variance among dimensions. Bi-factor models were compared with first order models and other alternative models in three large samples (300–309 participants). The relationships among the global and specific bi-factor dimensions with a global evaluation dimension (measured through a semantic differential) were estimated. The results support the use of bi-factor models rather than first order models (and other alternative models). Bi-factor models also show a greater utility to directly and more easily explore the stereotype content including its evaluative content.